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Use Better Data Better
Dan Hamilton, Head of Customer Insight

I recently came across this Twitter post that encapsulates some of the key struggles of marketing today.

@GirlFromBlupo "Dear Amazon, I bought a toilet seat because I needed one. Necessity, not desire.
I do not collect them. I am not a toilet seat addict. No matter how temptingly you email me, i'm not going to think, oh go on then, just one more toilet seat, i'll treat myself."

The struggles:

- Understanding the customer need at the right time.
- Knowing if and when to use customer data.
- Not understanding our product's connection with the end customer.

How can we tackle these problems?

Don't base customer loyalty on one data point. The more you understand your customers, the better you can position your product in their mind.

Iterate, test and learn. Create hypotheses about your customers based on the insight that you find. When you test it, understand what you are testing and define what success looks like before you start the test.

Just because we can - doesn't mean we should. At the recent Smarter Data event, Dion Bettjeman of Mindhive talked about his work in the USA and how taking this approach keeps him ahead of any privacy concerns.

Combine big data and human centered design to get the full picture of your customer, leading to a richer relationship with each segment. Use big data to understand your customer segments, quantify them and build a hypothesis about them, and human centred design to unlock how you can innovate your product or service to best respond to their latent needs.

Take a look at your marketing and see if you can use better data better, and if there is room to improve, start making changes to avoid frustrating your customers and becoming a toilet joke on Twitter.

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